Search Term Report
An advertising report showing the actual shopper searches that triggered your ads, with their clicks, spend and sales. Keywords are what you bid on; search terms are what shoppers actually typed and got matched to. It's the most direct evidence for improving a PPC account: every budget, bid and negative-keyword decision should trace back to it.
In practice
Keywords are what you bid on; search terms are what shoppers actually typed and got matched to. The report shows, term by term, which searches earn money and which only cost it - the basis for moving winners into exact-match campaigns and adding losers as negatives.
A monthly search term review finds $400 spent on "free sample" searches with no orders, so the term is added as a negative.
Why it matters
It's the most direct evidence for improving a PPC account: every budget, bid and negative-keyword decision should trace back to it.
Worth knowing
- High-spend terms with poor conversion are candidates for lower bids or negatives.
- Profitable terms found through broad or auto campaigns can be "harvested" into their own exact-match campaigns.
- Comparing branded and non-branded terms shows how much sales depend on people already knowing the brand.
Start the conversation
Let's talk it through
Tell us where things stand with putting search term report into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
